Alvin Zhou, Danaë Metaxa, Young Mie Kim, Kokil Jaidka
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User-Centric Behavioral Tracking: Lessons from Three Case Studies with Do-It-Yourself Computational Pipelines
User-centric behavioral tracking, a cutting-edge computational social science tool, holds tremendous promise for advertising research. The article introduces the technique and presents three do-it-...
期刊介绍：
The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
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